Results and Effectiveness

Let the medium works for us We successfully ignite the fire at the social network- self initiated discussion, users developed search engines, unofficial ATM Facebook page, mobile Apps were found. These initiatives are all created by users while our task is to ignite their interest and help to create hype, not only generate valuable media exposure for ATM but also concrete the credits of the message. Official Facebook generates 17,000+ fans 16,092,392 View on the message 53,907 interaction with users Over 120 press report were found in major newspapers!

Creative Execution

Everything starts from media and ends from media Social Media is the key component for the campaign, we identified two key platforms which is Facebook and Discussion Forum. Official Facebook Page was set-up to centralized the discussion and provide a very effective one-to-many communication channel. Hence, with a group of enthusiastic online influencers recruited, the discussion forum serve as a place to connect players and make the buzz visible. A 24 hours real time monitoring and replying system is in place to cope with the dynamic changes and feedback from users who will share their comments, asking information on the social networks. The digital medium plays the role that not only delivers the promotion messages but also listen to the voice of audiences. All the feedback and insights are then transform to actionable items to creative message, marketing collateral, TV program content as well as PR and promotion offers.

Insights, Strategy and the Idea

A new channel , ATM (Action-to-Money), is a newly created program of the Paid TV Station- nowTV. ATM is the first ever real time interactive TV program in Hong Kong broadcasting history. Audiences need to answer 8 questions during the live show by pressing the button at TV remote control. Audiences with all answers correct share the jackpot every night (HKD$100,000)! Watching soap opera at prime time with family becomes memory and history. Audiences are now multi- tasking even in entertainment mode. Introducing the NEW TV VIEWING HABIT, To create high awareness and participation rates are key marketing objectives. “Get involved and YOU can change ATM” is the core strategy Feeding audience what we want them to is an old fashioned of communication, especially in digital age, it makes even worse. Get audience involved in every aspect, from creative message, marketing offer, program content is the tactics we deployed